Download - NPNZ Digital Strategy And Market Update
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US Market Update
State of the Industry
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U.S. Nutrition Industry Sales & Growth: ‘94-’17e
Nutrition Business Journal, Volume XIV, June/July 2009. 2009 U.S. Nutrition Industry Overview
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2008 Nutrition Industry Sales by Product & Channel
Nutrition Business Journal, Volume XIV, June/July 2009. 2009 U.S. Nutrition Industry Overview
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Fastest Growing & Declining Supplements in 2009
Source: SPINSscan Natural; Natural Supermarkets >$2M ( Excluding Whole Foods)
SPINSscan Conventional; Nielsen ScanTrack X-Wal*Mart
Total US; 52 Weeks Ending 05/19/09
Natural Channel
1.Fish oil2.Vitamin D3.Probiotic supplements4.Vitamin C5.Multi-source protein
Food, Drug, Mass1.Acai2.Fish oil3.Vitamin D4.Multivitamins5.Calcium
Fastest Growing
Natural Channel1.Chinese herbs2.Psyllium3.Milk-based protein4.Guarana5.Adult multivitamins
Food, Drug, Mass1.Adult multivitamins2.Flaxseed3.Soy products4.Ester-C Vitamin C5.Vitamin E
Fastest Declining
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2009 Mid-Year Supplement Update
• IRI – Mass
– Total Supplements up 11%
– Letter Vitamins up 20%
– Specialty up 14%
– Herbs up 13%
– Total Vitamins up 10%
– Multivitamins up 8%
– Minerals up 4%
• SPINS – NAT Retail
• Vitamins & Minerals up 1.5%
• Vitamins A&D&K up 62%
• Calcium up 2.4%
• Vitamin B up 5%
• Multivitamins down 4.6%
• Vitamin C down 6.6%
Source: IRI, year to date June 14, 2009 Source: SPINS/ACNielsen last 24 weeks ending 6/13/09
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Industry Insights…
• Non-traditional channels will continue to grow
– Pharmaceutical Industries and traditional consumer healthcare companies are becoming bigger players and entering into the supplement space
• Changes in Supplement Regulations are being taken seriously
– A new government has been elected and there will be changes to DSHEA, greater enforcement of GMP regulations and further investment in future.
• Industry needs to leverage the fastest growing channel – THE INTERNET!
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Natural Products New Zealand Digital Marketing Strategy
• Launching an integrated marketing campaign with NZTE
• Addresses barriers to growth
• Building company and industry capability
• Build networks and increase exposure in the US marketplace
• Creating a member community and an international community of brand ambassadors
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The Member Community
• Industry news / blogging
• Market education and resources (podcast, webcast, interviews)
• Case studies
• Events and Newsletter
• Leads
• Account management and member profile
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The International Community
• Media Centre
• Blog
• About NPNZ
• Searchable directory of members
• Events Calendar
• Resources (podcast, video etc)
• Contact us
• Post a lead
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Attracting the Masses and Building our Ambassadors
• Targeted email mail outs (SSW mailing list, LinkedIn and NPEW mailing list)
• NPI Center (the leading global online information resource for professionals in the Nutraceutical, nutritional, dietary supplement, cosmetic, and food industries)
• Blogging
• Viral marketing
• Event Networking
• SE Optimisation
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Next Steps
• Sign up for membership!!
• Marketing schedule sign up
– Case Studies
– Education requests (podcast and webcast)
– Company features (clinical updates, new product launches)
• Update your profile
• Have a play and get connected!